AQUALISA QUARTZ SIMPLY A BETTER SHOWER CASE STUDY
Central Problem: Aqualisa showers launched Quartz shower in May 2001 to satisfy the
requirements of the customers such as water pressure, easy to install, use, design and temperature
variation issues. Quartz shower was a breakthrough innovation and it is a Niche product. Aqualisa
Managing Director Rawlinson was wondering about the problems that are described below
How to generate sales momentum?
Was the problem that the quartz was priced too high?
Perception of consumer and plumbers for innovative technological products
Situation Analysis:
SWOT Analysis:
Strengths:
• Strong R & D department
• High Quality of the products
• Strong direct relationship with a group of plumbers
• Easy to install
• Great Service
• Premium Brand
• 2nd rank in mixing valves and 3rd in overall U.K shower market
Weaknesses:
• Low sales in trade shops & showrooms
• Expensive brands image
• Reputation of 10% defective products from past years
• Reputation of low pressure and varying temperature from previous products
• Brand awareness was low among consumers
Opportunities:
• 40% of trade shops was selling Aqualisa brand
• 25% of the showrooms in UK are selling Aqualisa brand
• Customers dissatisfaction with defective, low pressure and varying temperature current
products
Threats:
• Competitors catching up with the Quartz product quality
• Market began to perceive Quartz products as overpriced
• Plumbers and Consumers perception regarding innovative technological products
Environmental Scan:
In this case, some environmental factors that are affected company’s sales and growth are
mentioned below.
Demographic:
This company targeted different house hold patterns such as consumers who typically shop in
showrooms and their priority typically is style (premium segment), consumers tended to emphasize
performance and service (standard segment), and consumers concerned with convenience and
price (value segment) by offering different priced products of Electric, Mixer and Power showers.
Quartz shower product was a development for all ages and people where they can set the
temperature and pressure remotely before they go to shower.
Economic:
Different valued products such as premium, standard and value pricing were offered to all income
